At Zellera Legal Technology we want to build an ongoing relationship with our clients. Therefore, once we have designed and built your site and it’s live, we won’t leave you to it. Ensuring that your website delivers consistent results is an on-going and highly specialised business.
Similar to the legal sector, the land of digital marketing is constantly evolving. As Google updates its search algorithms, we too must update our clients’ websites in order to ensure they continue to perform and stay competitive online. Ranking well on Google requires you to follow Google’s best practices. Your website must be full of useful and unique content, highly (but not too highly) optimised for your key search terms, have a responsive design and a reasonably fast loading speed.
Our team of legal and digital marketing experts make sure to stay up to date with new trends, digital marketing opportunities, useful programmes and tools, and best practices. For example, Google has announced a new algorithm update to be rolled out in April 2015 which will use mobile-friendliness as a future ranking factor. As a result, our team have made it a priority to check all of our websites to ensure that each landing page is mobile friendly according to Google’s standards.
Each of our clients are appointed a dedicated account manager whose job it is to ensure that the websites are performing the best they can. Your account manager will be your main point of contact, keep you up to date on recent developments in your account, report to you on a monthly basis and attend all meetings.
Building you a website is just the first step in generating business online. We then make it our mission to get your website ranking highly on Google Search and attracting as many potential clients as possible.
There’s no point in having a great website if no one can find it. Once you’re site’s built, we’ll maintain it to ensure it’s always optimised for search with a mixture of on-page and off-page search engine optimisation strategies (all of which is strictly white-hat). It’s important to ensure that every aspect of your site is optimised properly: content, meta title, meta description, image alt text, urls and video all count towards how well your website performs on search results.
Your main target audience is your local audience, therefore we put a strong emphasis on Local SEO. By ensuring that you are listed in relevant local directories and have a Google Business account, your website will have prominence on Google when people local to you are searching for a lawyer.
The most important element of your website is the content as it helps you to rank higher on search and also build trust with clients. Your content must be unique, easy to read and answer the questions that people are looking for you to answer. When drafting your content, we do our best to keep your brand, unique selling points, and personality prominent throughout.
Your content must also be optimised, mobile-ready and keyword-targeted to perform well on search. By keeping on top of the latest developments in the legal sector, we keep our clients’ content up to date. We also carry out regular content audits of our clients sites to spot content gaps and ensure that their content is working as hard as it can to generate new business online.
Google likes to see websites updated regularly. If you instruct us to update your blog, our team of legal copywriters will plan and implement a content schedule to see that your website is never left to sit statict. We also take into consideration the latest legal news relevant to your services and include these, along with any important announcements or exciting news from your law firm, to keep your website offering current and authoritative.
There’s no better, or more cost-effective way to reach thousands of potential clients and industry peers than through engaging on multiple social networks such as LinkedIn and Twitter.
With our social media marketing service, we create social profiles for you, build a following and connect with people on your behalf, and we keep these social profiles updated for you every day. We use our extensive legal network to market your content which boosts social signals and traffic, whilst also sharing news stories which are relevant to your services, and engaging with other users on social media.
Every month we look for new link building opportunities for legal websites in order to build upon your website’s authority and rankings.
Link building has been through the works with Google. Link building strategies which were once considered best practice have been scrutinised by Google’s algorithm updates, especially 2012’s Penguin. Having links from low quality sources can be detrimental to your website, therefore we regularly check the value of existing links and aim to obtain links from high-value sites. We always ensure that we work within best practice and keep ourselves up to date in recent developments in link building.
As staff come and go, as the legal landscape changes and as you expand into new sectors, you’ll want to make sure your site is current. Zellera Legal Technology will work with you to make sure your site stays up to the minute and compliant with your legal and regulatory obligations.
In the past we have completely redesigned websites for a number of our clients in order update it with a law firm’s new brand, or simply to bring a website up to modern standards.
We have also carried out design and builds for current clients who perhaps want to have a single website for one of their services in particular. One example being The Glasgow Law Practice, who have a Criminal Law sub-site. By doing this we were able to keep the design and functionality consistent, whilst simplifying navigation for users.
Whilst our main focus is to help you achieve results through organic methods (seo, social media, content etc.) some of our clients choose to employ paid advertising to boost traffic. We run a number of PPC campaigns, including both Google AdWords, Bing Ads, Facebook and LinkedIn ads.
We maintain PPC accounts each month and edit them according to updates on your website, along with which areas you wish to to target during a specific period.
Your account manager will carry out an analysis of website errors on a monthly basis, which includes looking for broken links, unavailable images etc. We then make it a priority to fix any discovered errors to ensure the smooth running of your website.
On top of all of this, we assess the performance of each website we maintain on a monthly basis and report back to our clients. This gives us the opportunity to spot any under-performing content, poor rankings, a sudden drop in traffic or enquiries or any other issues which we can then address.
We try to be as transparent as possible, which is reflected in our choice of project management programme, Basecamp. All tasks to be carried out for our clients are added onto Basecamp, and then ticked off or commented on when complete. We invite our clients to their project in Basecamp so that they can see the progress of their website build/social media marketing/pay per click campaign etc.
We also provide our clients with a personalised monthly report which details the KPIs of our digital marketing activities, with the previous month for comparison.
We are available 24/7, and aim to provide excellent customer service so that if you need a change made to your website, we will make it as soon as possible, allowing you to get on with your business without any interruptions for your staff.
To learn more about our web maintenance services, please complete our online enquiry form here or give us a call on 01923708621.
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